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Calling All Filmmakers! Documentary Film As Philanthropic Strategy

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Calling All Filmmakers! Documentary Film As Philanthropic Strategy | PHILANTHROPY & WEALTH PLANNING Calling All Filmmakers! Documentary Film as Philanthropic Strategy By Jacki Zehner, Chief Engagement Officer and Trustee Women Moving Millions love the movies. A night at the cinema with a bag of Developing a Philanthropic Strategy popcorn is a good night out as far as I’m concerned, but A philanthropic strategy not only provides the decision-mak- my love of film goes further than that. It is a key com- I ing framework for efficient giving, but also allows donors ponent of my philanthropic strategy through my support the opportunity to target their particular areas of interest of independent documentary filmmakers. At first glance, and concern. An effective philanthropic strategy guides their supporting documentary films may seem like an uncon- giving based on their goals and values. A donor’s mission, ventional approach to philanthropy, but it can be a highly vision and passion should be at the strategy’s core. The next effective way to influence millions and create positive social step is to identify the organizations to partner with and sup- change. Over the years, independent documentaries have port, doing so because their goals align with yours. It is very become a crucial vehicle for informing our understanding of important to both understand the theory of change behind the world and inspiring solutions for the challenges we face. the desired outcome and how that outcome will be measured Without the vital support that philanthropy can provide, over time. This is what one might call traditional philanthropy, documentary filmmakers would not be able to produce and but increasingly, high-impact donors are looking to do more. distribute their important work. To this end, I serve as the co-chair of the Women Moving Millions Film Circle, am a My life’s mission is the advancement of women and girls, and I trustee of the Sundance Institute, have financially supported am passionate about achieving greater gender equity across a dozens of films and served as the executive producer on wide array of issue areas. This passion informs every aspect of two award-winning films: “The Hunting Ground” and “Hot my philanthropic strategy. The issues facing our world today are Girls Wanted.” diverse, complex and rarely have easy solutions – this is especially true when negative outcomes are associated with deeply held To know if supporting documentary films is the right social norms. Before you can hope to change behaviors, you approach, donors must first develop their own personal have to understand the dominant belief systems that drive them. philanthropic strategy before looking at the role documen- So while I fund a number of organizations that work to directly tary films could play in helping shape the kind of change change policies and practices, I also look for opportunities to they would like to see in the world. move massive numbers of people to engage around issues they may never have connected with before. 1 | Women & Wealth Magazine Documentary Films as Change Agents Throughout history, storytelling has served as a catalyst for change, Equity investment: Equity investments are an increasingly common even shaping the course of history itself. Documentary films are a funding source for documentary films, but when employed, should modern storytelling tool that have a powerful ability to spark social almost always be only a small percentage of the overall budget. This change. They engage and motivate people through their unique is a more complicated way to support a film and requires consul- blend of journalistic reporting, artistic execution and emotional tation with an attorney or financial advisor on how to structure an resonance, and they give people a deeper understanding of the investment. Terms are subject to negotiation with the filmmaker world around them while building a sense of shared humanity. and vary considerably. In today’s digital era of media oversaturation, audiences place a high Crowdfunding: Many films, both narrative and documentary, value on entertainment. Documentaries not only satisfy that craving, would not have been created without the growing online trend but do so while raising awareness of social issues and delivering of crowdfunding. A crowdfunding campaign has several funding actionable messages. Whether they inspire, inform, propagandize tiers, and many projects offer tier-based rewards. Each campaign or infuriate, these stories can change hearts and minds. By changing typically has a stated fundraising goal, and some platforms will hearts and minds, you can change behavior. not fund the project – and will return the money to donors – if the goal is not reached. Others will disburse the funds but may charge Furthermore, documentary films have a proven track record of telling a higher fee for projects that did not reach the goal. Three pop- stories that raise awareness about issues such as war, climate change ular crowdfunding platforms for creative projects are Kickstarter, and inequality – and then inciting activism. Consider examples like: Indiegogo and Seed&Spark. “An Inconvenient Truth,” which served as a wake-up call for climate change; “The Invisible War,” which shed light on sexual assault in the U.S. military; or “Food, Inc.,” which showed the reality of the U.S. food industry and continues to inspire vegetarian and vegan activism. During the past two decades, powerful documentaries by women filmmakers have illuminated problems such as human trafficking (“Born into Brothels”), domestic violence (“Private Violence”), sexual assault (“Audrie & Daisy”) and inequality (“Freeheld”). These films have given a voice to marginalized groups and silenced individuals. Throughout history, storytelling Providing financial assistance to documentary films by women supports both the labor of women who are creating these projects has served as a catalyst for change, and the causes they are bringing to light. even shaping the course of history How to Fund a Documentary “ itself. There are many ways to offer financial support for a documentary. ” Grants: One of the simplest and most common ways to fund documentaries, grants are typically tax deductible because most Institutional support: Since the process of choosing documenta- documentaries have nonprofit sponsors. They can support film- ries can quickly become overwhelming, supporting organizations makers through various stages, from production to distribution may be a good option for those who are still learning the ropes of and promotion. film funding. Numerous organizations are dedicated to support- ing documentary filmmaking through grants, technical support A grant is the ideal methodology when the film has limited com- and other assistance. Donating to grant-making institutions is an mercial potential – which, sadly, most do. The reason why is that accessible way to support documentary filmmakers. Organizations most people do not see documentaries in theaters, which is the that welcome financial support include the Sundance Institute main driver of commercial success. The process is simple: Checks Documentary Film Fund; the Tribeca Film Institute; Chicken & Egg typically go to the fiscal sponsor, which distributes the funds after Pictures, which supports nonfiction filmmakers who create artis- deducting a small fee. Substantial donations include the opportu- tic and innovative films that catalyze social change; and Women nity to receive credit as executive or co-executive producer. Make Making Movies, which supports powerful documentaries and has sure to discuss credit expectations beforehand. Do not expect to a special emphasis on bringing forth the voices of women of color. have creative input on the film. That should be left to the talent of If you are just getting started, this is a perfect way to get involved. the filmmaker. Budgets can range dramatically depending on the needs of the film, and early money is highly valued to get initial There are film-focused investor networks that are great resources filming completed in order to raise the rest of the budget. Your for those who want to learn more about this funding space. They decision to put in money is related to your comfort with risk that include Influence Film Club and Impact Partners, both of which the film will end up being a great one. help connect funders with film funding opportunities. Summer 2017 | 2 | PHILANTHROPY & WEALTH PLANNING Questions to Ask Before Funding a Documentary Film In “Women + Film = Impact,” a guide to invest- 6. Do I believe in this filmmaker as a person? ing in documentary film for social change from Documentary filmmaking is almost always a labor of love, and it Women Moving Millions, we recommend that can be easy to become discouraged. It is important to work with potential funders ask the following questions individuals who will persevere through the challenges – and will before funding a documentary film. also use your money well. 7. Do I want to receive a credit on the film, or do I want to remain 1. Is this film about a subject matter I care about deeply? an anonymous supporter? If it is, you may also want to find out if the project will break ground Many films acknowledge their largest sponsors, and major funders on the new subject. If there are already other films about this issue, may also receive producer credit. Be clear about your require- does the film advance the conversation in a meaningful way? ments and expectations upfront, especially if you are giving a substantial amount. 2. How do I want to interact with the filmmaker? 8. Have I communicated all my goals, expectations and interests Are you looking to learn about the filmmaking process and be to the filmmaker clearly? actively engaged with the filmmaker, or do you simply want to help fund the work? Funding films allows for a direct level of engagement that many other forms of giving do not. Use this opportunity to ensure the 3. How much risk do I want to take? filmmaker understands your vision of your participation.
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